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The Brand Archetypes Blog

Episode 46 – A Hint of Blind Brand Evaluation

By Kevin & Amy | January 7, 2021
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hint water company

Happy New Year! Cheers to a new year and hopefully lots of positive changes. We are starting this new year by trying something new. Kevin picked a brand and asked Amy to watch 3 different videos by the Hint Water Company. The videos are embedded below. We suggest you watch them in order. After getting Amy’s initial reaction, they both share their thoughts on the brand, possible archetypes, and where they think this brand is headed. As always, we’d love to hear what our listeners think of these commercials and the brand elements found in each one. Thanks for listening!…

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Episode 45 – A Christmas Branding Story

By Kevin & Amy | December 24, 2020
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Christmas Branding

Join Kevin and Amy as they discuss favorite Christmas commercials and branding campaigns. They both agree that the longevity and success of Coca-Cola is one of their favorites. Did you know that back in ‘31, Coca-Cola commissioned an illustrator named Haddon Sundblom to make a painting of Santa drinking a coke? Who would have guessed one painting would launch a movement. The iconic red and white Santa suit was first depicted in this drawing and their campaign has forever cemented our idea of Santa with this suit. The red and white was a reflection of the Coke brand and colors.…

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Episode 44 – Interview with Shotwell Rutter Baer

By Kevin & Amy | December 17, 2020
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Shotwell Rutter Baer

Join Kevin and Amy as they interview David Shotwell and Nick Nauta, two financial advisers with the firm Shotwell Rutter Baer, in Lansing Michigan. Learn how they went through the brand archetype process and how it has changed their approaches to marketing and branding. Amy has been working with SRB for a couple of years now. In the beginning, the first step was conducting the Brand Archetype Discovery Process, where the SRB team decided on The Neighbor Archetype. This was very much in-line with their “kitchen table” approach to financial advising. They sit down with people at their kitchen tables…

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Episode 43 – Measuring Your Brand Effectiveness

By Kevin & Amy | December 10, 2020
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Brand Effectiveness

How well are you measuring your brand effectiveness? Do you know how to measure it? “If you aren’t measuring your marketing you aren’t doing marketing. If you aren’t measuring your brand, you aren’t really branding.” ~ Kevin Skarritt, Co-Founder of Brand Archetypes and owner of Flock Marketing No truer words have been spoken about marketing and branding, and yet, business owners often skip this when it comes to measuring the effectiveness of their marketing and branding. Let’s be honest. For most people, digging into the analytics of their brand and marketing is time-consuming, confusing, and often frustrating. Marketing can often…

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Episode 42 – Giving Thanks – A Brand Strategy

By Kevin & Amy | November 24, 2020
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giving thanks

Are you “giving thanks” this season with your brand strategy? The Holidays are upon us. Many companies will knee create jerk marketing campaigns that revolve around the Holidays.  And, although there’s nothing inherently wrong with this, far too often these campaigns are NOT within any type of brand strategy.  We see this year after year after year…companies gearing up for a massive Holiday push of marketing but completely falling down with their brand. The big question: “How can we launch seasonal marketing campaigns and still stay within brand?”   Join Kevin and Amy as they offer suggestions on how to create…

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Episode 41 – Taking a Bite Out of the Oreo Brand

By Amy Zander | November 19, 2020
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Oreo Brand

Are you familiar with how the oreo brand has remained consistent over the decades? The most recent Oreo commercial sparked a conversation between Kevin, his wife Francie, and her son Drew. The discussion centered around the manipulation of marketing and whether or not it is ethical. Francie exclaimed that she loved the new commercial and went out and bought a package of Oreos. Drew admitted he understood companies use manipulation in advertising but he doesn’t like it. Find out what ensued in this lively debate. The concept of manipulation gets talked about a lot in the context of marketing and…

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Bamlanivimab-a-Ding-Dong … I Can’t Pronounce That!

By skarritt | November 11, 2020
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Bamlanivimab - Branding Tip to Avoid a Bad Name

A potentially life-saving pharmaceutical is being developed called — hang on — Bamlanivimab.  Go ahead. Try to say that ten times, fast.  … Give up? BRANDING TIP:  If you took branding shortcuts and came up with a product name that resulted in THIS video? … Well, you might want to re-think your product naming strategy. This is NOT what you want happening to such a potentially important product, at such an important time! HOWEVER!, keep plugging away at the vaccine development Eli Lilly! We need you to come through on this, BADLY!  (Huge thanks to #FallonTonight for always being soooo…

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Episode 40 – Marketing the Mother Archetype

By Kevin & Amy | November 5, 2020
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Episode 40 – Marketing the Mother Archetype

Is your brand the Mother? Do you need some ideas for marketing the Mother Archetype? Getting ideas and discussing brand and marketing with other businesses that have the same archetype as you can be far more valuable than studying those who have the same business as you. You want to be different from them anyway. Join Amy and Kevin and they discuss the Dos and Don’ts of marketing the Mother Archetype such as: What to focus on Words and Stories Brand elements Marketing Campaigns Some critiques of popular Mother brands  Don’t have an Archetype Yet? Take the Questionnaire to Find…

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Episode 39 – “Sexy” vs. “Not-So-Sexy” Industries

By Kevin & Amy | October 30, 2020
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sexy vs not so sexy branding

Let’s face it – some industries, products, and services are just way easier to market than others. We call these “sexy” industries. Not necessarily because they are sexy in their branding (Lover Archetype) but because everyone likes them and uses them. For example, food, travel, and clothing. These are things you can get excited about! Insurance, plumbing, tires, eh – not so much. Join Kevin and Amy as they explore some marketing and branding ideas for businesses that may not be so sexy, but are still just as relevant and important. Things like starting with an archetype (obviously), storytelling, problem-solving,…

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Episode 38 – Interview with Lisa Fisher, owner of Lisa Fisher and Associates

By Kevin & Amy | October 15, 2020
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Lisa Fisher and Associates

Kevin and Amy interview Lisa Fisher, owner of Lisa Fisher & Associates. Lisa took her company through the Brand Archetype process and the gang discusses that experience. Lisa explains how it has helped her brand and marketing and why it is important to enlist the help of experts to grow your business. Lisa is a professional public speaker, business coach, and trainer. Listen as she explains the core services her company provides and hear how she has been helping Amy build Zeedia Medi and grow her company as well. To learn more about Lisa Fisher & Associates, visit their website…

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